Migros
Rosa Unfiltered – A TikTok series
A new social media format that interacts with Gen Z in an entertaining way. Migros employee Rosa responds to TikTok comments addressing questions, prejudices, or criticisms from the community, achieving high engagement rates.
The Challenge
Migros is a strong brand, but it wanted to make that brand experience tangible in the digital realm and expand its touchpoints. But how do you communicate in a digital world that’s loud and not a place for advertising? How do you learn to speak the community’s language—honestly, directly, and authentically? This requires a voice that embodies all of that: sometimes informative, sometimes provocative, but always entertaining. It’s not about pleasing people, but about taking a stand.
The Benefits
The format serves as a bridge and a voice between customers and Migros, while also acting as a platform for feedback that fosters genuine connection. We demonstrate that at Migros, there is room not only for praise but also for criticism. “Rosa: Brutally Honest” thus promotes direct dialogue with customers and offers the community a digital stage where interaction is genuinely enjoyable.
Content Signal Program
Products included: Trust Bilder Social, Social Refiner & Lean Machine
Drop me a line—I’d be happy to reach out personally for an initial conversation.
Nico Keramaris
Managing Director Marketing Innovation
The Result
A true TikTok sensation: millions of views, high engagement rates, and positive feedback. But most importantly: the brand has established itself authentically with the younger target group and is strengthening their long-term affinity.